2010
:
John Lewis

Information Architecture

This project was to fix usability issues with the navigation of JohnLewis.com with no engineering input. We had to plan for increased ’skews’ and increase the visibility of fashion items, such as dresses, part of the company strategy.

Aims

This project was to fix usability issues with the navigation of JohnLewis.com with no engineering input. We had to plan for increased ’skews’ and increase the visibility of fashion items, such as dresses, part of the company strategy.

Methods

I audited the site thoroughly and created a spreadsheet. I then held small workshops with category owners and with some buyers. I spent time working in  John Lewis stores talking to customers and created three product categories to stress test a new hierarchy. A hypothesis was constructed and tested just tree jacker. We then iterated.

Outcome

The output was a spreadsheet and supporting documentation was created that the merchandisers used to implement and, through controlled releases, test the recommendations. They worked well, and we saw sections like game consoles see a 50% increase in traffic.

Project Deliverables